A CCM platform should be designed to fit your needs. It should take CCM to another level and focus on three major components – Design, Communication, and Analysis.
Design is about creating templates. A common complaint with many systems is how difficult this can be. With features like a WYSIWYG designer, reusable objects, and multilingual support, it becomes easy to create and customize templates – and no programming skills are necessary. IT dependence in document creation will be greatly reduced, if not eliminated, in many cases. Another important feature should be the ability to proof communications and test how they look with actual data before deployment.
Communication involves the communications flow where data is converted to output to the desired delivery channel. It should be easy to add new channels, such as the web, SMS, and mobile, while retaining existing communication channels, such as print. The CCM platform should track every step, with fallback scenarios to ensure delivery.
In Analysis, customer behavior can be identified to verify delivery and to make improvements where needed. Bottlenecks and duplication are eliminated. By analyzing which are the most productive channels, you can adapt to customer wishes, so wasteful or irrelevant communications can be removed. The result will be relevant, personal, and interactive communications that engage the customer to provide a quality customer experience.
A CCM platform should also be customizable. It should be setup and customized fully tailored to your needs. State-of-the-art customer communication platforms offer a central communications hub, which has pre-set standardized processes and dashboards for a variety of business needs. Although standardized, the central hub should also be highly customizable.
Another important feature of a CCM system is how flexible and extensible it is. Integration with document management, crm, marketing automation and other systems through APIs and web services expand the reach of a customer communications management platform.
And if the CCM system is based on Open Standards, it fits every environment. Since it sits on top and integrates thoroughly, there will be no need to sacrifice existing infrastructure.
Being modular and scalable, a CCM system can be adapted easily to any sized enterprise. You can install it for a specific project and deploy it enterprise-wide in stages. Your CCM should also be cloud-ready. Being ‘digital first’ is very important. A CCM should be designed with digital output in mind and provide real native support for the different channels, instead of workarounds.
There is little question that customer communications management software gives a company the flexibility and adaptability required to succeed in today’s market where CX is of paramount importance. Customers are becoming more demanding in what type of communications they receive and how it is delivered. CCM provides the way to manage personalized communication.
The reduced overhead, lower maintenance, and efficiency in workload from using CCM result in cost savings and more productive employees. The ability to deliver in multiple communication channels efficiently and effectively results in happy and loyal customers.
This is the last blog post in our series about how a CCM platform can make your organization more agile. If you have missed the previous two episodes, you can still read them: 'How to turn a good day into a headache' and 'How to make a good day even better'.
Or you can simply download our e-book!